Growth Marketing · Digital Strategy · Revenue Operations

I Turn Marketing Problems
Into Working Systems.

Strategy, content, CRM, automation, dashboards, and digital experiences — from one person, from idea to deployment.

View Selected Systems Download Resume
20+
Years across media, sales & marketing
9
Selected systems & digital projects
1
Person doing strategy through deployment

Every business problem has a marketing system behind it. Sometimes it's branding. Sometimes automation. Sometimes CRM. Sometimes better content, or a better user experience.

01I start with the business problem, not the deliverable.
02Strategy, copy, design, and development live in one head — so the system stays coherent end to end.
03I build the tools that produce the numbers, not just campaigns that report them.
04Every project below represents real work I've designed, built, written, or deployed — not speculative mockups.
Selected Systems

Business problems, solved end to end.

Each system below started as a manual, broken, or missing process — and each one is a working, deployed system, not a mockup.

Real Estate Sales System

Amorta

Real estate brokers were losing hours to manual affordability computations, scattered Excel files, Messenger threads, and reformatted developer PDFs — 2–3 hours of prep before a single client meeting.

My Thinking

The process should be automated so brokers spend more time selling, not computing.

Solution

Built a Progressive Web App that connects client budgets, property matching, amortization schedules, commission computation, and branded PDF proposals into one workspace — a five-tool workflow reduced to one.

CRMAutomationUXCopywritingDevelopment
Evidence
What I Can Prove
  • Working, deployed Progressive Web App
  • Live waitlist and demo dashboard
What I Measured
  • Pre-launch — no usage data yet
What I'd Measure Next
  • Waitlist-to-signup conversion
  • Prep time saved per broker
  • Deals closed per active user
View live system →
Amorta landing page showing the one-workspace-every-deal hero section
Parenta landing page — from chaos to order
Property Management System

Parenta

Property managers were tracking tenants, rent, and billing across spreadsheets with no central visibility into a property's health.

Solution

Developed a property management platform covering tenant management, rent tracking, billing, payment monitoring, and reporting — one source of truth for the operation.

CRMAutomationDevelopment
Evidence
What I Can Prove
  • Working, deployed Progressive Web App
  • Functioning tenant & billing workflows
What I Measured
  • Early-stage — no usage data yet
What I'd Measure Next
  • Tenant onboarding time
  • Rent collection rate
  • Landlord retention
View live system →
ACES Solar sales performance dashboard showing revenue, funnel, and KPI targets
Sales Intelligence System

Solar Sales Performance Dashboard

A solar company had sales and marketing performance scattered across reports, with no single view of pipeline or lead sources.

Solution

Built a KPI dashboard tracking sales performance, marketing metrics, lead sources, and pipeline visibility in one view for leadership.

AnalyticsDashboard DesignMarketing Operations
Evidence
What I Can Prove
  • Working, interactive dashboard
  • Live revenue & funnel tracking
  • Rep-level quota leaderboard
What I Measured
  • Traffic → lead → qualified → sale
  • Revenue & ROI vs. target
  • Rep performance vs. quota
What I'd Measure Next
  • Acquisition: leads by source, cost per lead, qualified rate
  • Engagement: email open/click, landing-page conversion
  • Sales: inquiry→showing, showing→opportunity, opportunity→close
  • Pipeline: value, stage velocity, stalled deals
  • Marketing: cost per opportunity, revenue by source

I build dashboards around decisions, not vanity metrics.

View live system →
Product Design & Concepts

Designed and specced, not yet shipped.

Real product thinking and interface design — just not deployed, live systems like the ones above.

Interface Design

FlipJob

Job seekers and employers in the Philippines are underserved by platforms built for a desktop, resume-first era — not mobile-first, swipe-based hiring with a real trust layer.

My Thinking

Swipe-based matching only works for hiring if it solves the trust and bias problems dating apps don't have to. The interface needed a "blind-first" default — candidates are judged on skills and experience before a photo ever appears.

Solution

Designed the product interface and system architecture for a swipe-based hiring app: mutual-match flow, blind-first candidate review, verification badges, and in-app chat — specced for Next.js and Supabase, with Philippines-specific legal and payments strategy (PayMongo/Xendit) built in from day one.

Product UISystem InterfaceProduct Prototype
Evidence
What I Can Prove
  • Full product & system spec
  • PH-specific legal & compliance strategy
  • Defined tech stack & data model
What I Measured
  • Pre-launch — no usage data yet
What I'd Measure Next
  • Mutual match rate
  • Employer response time
  • Photo-reveal opt-in rate
  • Application-to-hire conversion
View prototype →
Marketing Operations Framework — Demonstration System

From Lead Capture to Reporting

Not built for a specific client — a demonstration of the operational loop behind Amorta, Parenta, and the Solar dashboard above, and the same loop most marketing operations roles are hired to run.

01

Lead Source

  • Website
  • Social
  • Email
  • Referral
→
02

Database

  • Capture
  • Clean
  • Segment
  • Tag
→
03

CRM

  • Contact record
  • Lead source
  • Interest
  • Follow-up status
→
04

Campaign

  • Email
  • Social
  • Direct mail
  • Broker outreach
→
05

Conversion

  • Inquiry
  • Showing
  • Proposal
  • Opportunity
→
06

Reporting

  • Leads
  • Response rate
  • Conversions
  • Source performance
Creative & Content Work

Written, produced, or designed.

Real work, just not business systems in the same sense as the projects above.

Commonwealth Hospital and Medical Center website homepage
Healthcare Digital Presence

Commonwealth Hospital

A hospital needed a digital presence that reflected its services clearly to patients searching online.

Solution

Built the content architecture, front-end implementation, and content population for the hospital's website.

UXContent StrategyDevelopment
View live system →
The Couch by Novolrak live workshop landing page
Lead Generation System

The Couch Workshops

Practical workshops on digital marketing, CRM, automation, and AI productivity needed a page that could actually convert signups.

Solution

Designed and wrote a conversion-focused landing page for lead capture, supporting workshops delivered on digital marketing, CRM, automation, AI productivity, and sales enablement.

CopywritingConversionLanding Page
View live system →
Para Kay Nena — Parenta TVC, click to play
AI-Assisted Content Production

"Para Kay Nena" — an AI-Produced TVC for Parenta

Parenta needed a commercial that felt human, without the time or budget for a traditional shoot.

My Thinking

AI tools could compress an entire production pipeline into something one person could run end to end, without losing the story.

Solution

Brief → Concept → Script → Visual Generation → Voice → Edit → Distribution. Wrote the brief, concept, and script with Claude and ChatGPT, generated the visuals with Kling AI, produced the voice with ElevenLabs, and edited and published the final cut myself.

AI ProductivityCopywritingVideo Production
Watch on YouTube →
Tampons Anyone? article header on novolrak.com
Brand Storytelling

"Tampons Anyone?" for Nala

Nala, a local feminine hygiene brand, wanted to promote its tampon line in a market where cultural and religious stigma keeps most Filipino women from considering tampons at all.

My Thinking

A product page wouldn't move a stigma. The barrier wasn't awareness — it was culture. The piece needed to name the taboo directly, with humor, before it could sell anything.

Solution

Wrote a long-form article breaking down the cultural and religious misconceptions around tampons in the Philippines, using humor to make an uncomfortable topic approachable and educate readers on the product itself.

CopywritingContent MarketingBrand Voice
View live system →
CCTV Specialists website homepage
Local Business Presence

CCTV Specialists

A local security installation business had no online presence to point new customers to.

Solution

Designed a simple brand presentation site focused on clarity and lead generation for the business.

DesignLead Generation
View live system →
If These Pages Find You — book cover
Ebook Creation

If These Pages Find You

Over the years, I've compiled these prose pieces — reflections on love, loss, memory, and the things we don't always have the courage to say out loud — into a manuscript under the pen name Cornu Valdez.

Solution

Used Claude Cowork to build a structured context file for the manuscript, and created the accompanying graphics in Claude Artifacts.

CopywritingAI ProductivityContent Marketing
Read PDF → Download EPUB →
Capabilities

What I Can Own

Marketing Operations

CRM hygiene, databases, segmentation, campaign coordination, and reporting.

Digital Presence

Websites, landing pages, listings, content updates, conversion paths, and full WordPress site management.

Campaign Execution

Email, social, paid and organic content, and lead-generation workflows.

Content Production

Sales copywriting, graphics, video, presentations, and marketing collateral.

Reporting

Dashboards, KPI tracking, campaign analysis, and recommendations.

Process Improvement

Finding repetitive, manual processes and turning them into repeatable workflows.

Marketing

WordPress · Elementor · Hostinger · SEO · Mailchimp · Landing Pages

CRM & Operations

HubSpot · Google Workspace

AI

ChatGPT · Claude · Claude Code

Systems

Supabase · Progressive Web Apps · Dashboards · Workflow Automation

Content

Canva · CapCut · Filmora

How I Think

The same process, every system.

01

Problem

What's actually broken, for whom.

Ex: Are brokers struggling to calculate affordability, or to move clients from inquiry to presentation? Different questions.

02

Research

How the work happens today.

Ex: Excel → Messenger → PDF → calculator → follow-up, by hand, every time.

03

Strategy

What system fixes the root cause.

Ex: One workspace that replaces five disconnected tools, not a faster version of each one.

04

Execution

Strategy, copy, design, build.

Ex: Same person writing the copy, designing the flow, and shipping the code.

05

Launch

Ship the working system.

Ex: A live, usable product — not a deck or a prototype.

06

Iteration

Watch how it's used, refine it.

Ex: Which fields get skipped, which steps get repeated, what actually gets used.

Von Dela Cruz
About

I Build Marketing Systems That Solve Business Problems.

Over the last two decades, my career has taken me through television production, customer service, healthcare sales, digital marketing, real estate, and software development. At first glance, those roles might seem unrelated. To me, they all taught the same lesson: every successful business runs on well-designed systems.

I've never been interested in creating marketing just for the sake of being creative. I enjoy understanding how a business works, identifying what's slowing it down, and designing practical solutions that make it easier to attract customers, support teams, and grow sustainably.

That mindset has led me to build websites, CRM workflows, landing pages, business dashboards, marketing campaigns, and Progressive Web Apps like Amorta and Parenta. Each project started with a business problem—not a technology or design trend—and every decision was made to improve the overall customer experience.

I enjoy working where strategy meets execution. I like asking questions, organizing information, simplifying complex processes, and turning ideas into systems that people actually use.

This portfolio is a collection of those systems. Some are websites. Some are applications. Some are content and campaigns. Together, they represent how I approach marketing: not as isolated tactics, but as connected experiences that help businesses communicate better, operate more efficiently, and create lasting value.

If there's one thing I'd like people to take away from my work, it's this:

Good marketing isn't just about getting attention. It's about building systems that earn trust, create momentum, and help businesses grow.

Video Resume

Made in 2019 with Kinemaster — today I edit with Filmora and CapCut. The production is dated, but the creativity and messaging still hold up, which is why it's still here.

Von Dela Cruz video resume — click to play
2001

Media

Segment Producer, ABS-CBN — storytelling under broadcast deadlines.

2006

Customer Success

Escalations & Collections, Convergys (Sprint) / HSBC — resolving customer issues under compliance pressure.

2008

Healthcare Sales

Medical Representative, OEP Philippines — managing accounts, exceeding sales objectives.

2010

Digital Marketing

Digital Marketing Manager, Spinweb Inc. — SEO, PPC, website development, campaigns.

2014

Real Estate Leadership

Associate Sales Director / Sales Manager, SMDC & Federal Land — led teams, implemented CRM-driven sales processes. Later, Account Manager at PiVision Philippines managing B2B healthcare accounts.

2022

Teaching Systems

Sales & Marketing Trainer — workshops on digital marketing, CRM, automation, and AI productivity.

2025

Marketing Systems

Freelance Web Developer & Digital Solutions Consultant — building websites, PWAs, CRM systems, and automation.

Testimonial

"I love how he writes conversationally, as if he is really talking to business owners. His word choice evokes storytelling done right — a mixture of analogies, rhetoric, and authoritativeness."

Celine Bernadette Francisco — Campaign Manager, Supervising Associate @ EY

"He did a great job! Quick turnaround, communicates well, always responds on a timely manner, and the quality of work is excellent! He understood exactly what I needed and I am so happy with the results! Highly recommended and will definitely work with him again."

Upwork Client Review — 5.0★ · Clear Communicator · Reliable · Committed to Quality